All of the following are directly observable phenomena EXCEPT ____.
a. attitudes
b. verbal behavior
c. spatial relations and locations
d. neurological activity
Question 2Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?
a. survey
b. assessment
c. immersion
d. observation
Question 3Physiological observation techniques, such as pupilometers, psychogalvanometers, and voice-pitch analysis, precisely measure levels of arousal.
Indicate whether the statement is true or false
Question 4Pupilometers measure unconscious eye movement and are useful for determining which components of an ad (or other stimuli) were seen and which were overlooked.
Indicate whether the statement is true or false
Question 5Scanner data can be used to monitor supermarket sales in response to a local newspaper ad promotion.
Indicate whether the statement is true or false
Question 6The most refined measure of Web site traffic is click-through rate (CTR).
Indicate whether the statement is true or false
Question 7One measure for monitoring Web site traffic is click-through rate (CTR).
Indicate whether the statement is true or false
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